Communications agency Adhesive has marked its first project with retirement living provider Levande. A traditional ribbon-cutting exercise was ambushed by a daring abseil by retirees down the face of the 28-storeys high retirement living village, The Cambridge, to mark its official opening.
Adhesive’s concept was a build on Levande’s ‘Everyday Exceptional’ platform, which aims to show Australians that the fun doesn’t stop in retirement.
The Cambridge, at 28-storeys high is an inter-generational precinct comprising retirement living, residential aged care, a heritage-listed church and primary school on the same integrated site in the heart of Epping, Sydney.
“Everyday Exceptional is a bold and ambitious commitment to make so we knew we needed a head turner for the launch of our latest village, The Cambridge. This stunt embodies everything we are trying to achieve with the Levande brand and to see the feedback from media, partners, colleagues and most importantly our residents is hugely satisfying,” Levande’s chief sales and marketing officer Nik Scotcher said.
“As soon as we saw this brief, we knew what we wanted to do with it. It took less than thirty minutes for the CEO and his team to sign off our idea. At that point we knew we were working with a partner who wanted to shake things up and trusted Adhesive to do it with them,” Adhesive’s founder and managing director Mike Maurice said.
“We’re looking forward to continuing our collaborative and Everyday Exceptional partnership,” Maurice added.
The stunt has already garnered national media attention.
